Alliance Wine aims to create 'iconic' rosé brand

Alliance Wine has high hopes that its new French rosé wine La Vie en Rose will become an iconic brand.

The inspiration for La Vie en Rose came from a conversation between Alliance and Henry Boyes of the 1,600-strong Mitchells & Butlers restaurant and pub group.

Henry Boyes, buyer for M&B said: "I had been looking for a rosé that would add some interest into the category, have an immediate impact for our guests at the point of sale whilst also delivering great quality and value. The challenge was to create something that was engaging and really well presented. The options that I was presented from Alliance certainly ticked those boxes, so I am delighted with what we have come up with."

Liz Donnelly, Alliance Wine's buyer for France, added: "Whether you are of vintage Edith Piaf or Grace Jones, La Vie en Rose provides an opportunity to view life through distinctly rosé coloured glasses. Delicately pink and subtly perfumed, this Cinsault Rosé, with its stylish screen printed bottle, is sure to be a hit."

La Vie en Rose is 100% Cinsault Rosé. It is light, with juicy red fruits and modest alcohol content which ensures a balanced finish. The wine is now available to the UK on-trade and independents.

Alliance Wines was set up in 1984 in Scotland. The firm's revenues grew 15% from January to December 2013, with the on-trade performing particularly well with sales up by 18%.

Alliance Wine's business is split 44% to the on-trade, 38% to wholesalers and independents; 15% to nationals and 3% to export markets.